#RevenueSummit San Francisco 2017 - Peter Isaacson, Aman Naimat - Artificial Intelligence In An ABM...

ARTIFICIAL INTELLIGENCE INAN ABM WORLD

Aman NaimatCTO Demandbase

Peter IsaacsonCMO Demandbase

ACHIEVING INTIMACY AT SCALE


WE’VE REPLACED INTIMACY WITH VOLUME

Digital AdvertisingMillions of impressionsClick Thru Rates

< .15%Marketing AutomationHundreds of thousands of emailsClick rates

< 4%

Lead GenHundreds of thousands of leadsConversion to won business

< .3%

Inbound/Outbound Sales DevThousands of emails/phone callsConversion to won business

< 2%


AIABM

TECHNOLOGY IS HERE TO HELP (FINALLY)

INTIMACYAT SCALE


REGAINING INTIMACY

InsightsUnderstanding account and individual intent and behavior

ActionAutomate actions across advertising, website and sales development

DataTerabytes of first, second and third party data

Form a complete picture of the account and buyers

ARTIFICIALINTELLIGENCE


COMBINING DIFFERENT PERSPECTIVES

Raw Data

AccountIdentity

B2B PublisherViews

Business Internet

Site Visits

MAS/CRMData

4B IP ADDRESSES MAPPED

250M B2B PERSONAS

600B B2B WEB INTERACTIONS350TB OF RELATIONSHIPS

36B B2B SITE VISITS

INTERNAL DATA


AI DRIVEN ACTIONS

Hyper-targeted Ads byAccount & Persona

Website ContentPersonalization

Buyer JourneyOptimization

Account Based Sales Development

AccountIdentification

Insights

Action

Data ARTIFICIAL

INTELLIGENCE

EXAMPLE: OPTIMIZING THE BUYERS JOURNEY


THE ACTUAL BUYERS JOURNEY

Customer List

ROI Paper

Blog

Forbes Article

Case Studies

Leadership

Homepage

Industry

Product A

Product B

Product CDemo form Sales

Time: 12-18 Months


OPTIMIZED BUYERS JOURNEY

Customer List

ROI Paper

Blog

Forbes Article

Leadership

CUSTOMIZED HOME PAGE

Industry

Product A

Product B

Product C

Auto-fill Demo Request

Time: 3 Weeks | Conversion: 10%

Hi Sharon, See our image store in action

VP of IT, ShutterflyData Centers, Big Data, Image Data, Videos, Horses

Salesad

EXAMPLE: ACCOUNT BASED SALES DEVELOPMENT


THE SDR PLAYBOOK

NEW MODEL

Focus on Quality

SQLs and Opportunities

Get the Right Person

Go after target accounts

Go for engagement

OLD MODEL

Focus on Volume

Calls/emails per hour

BANT

All accounts are the same

Go for the close - every time


NEW MODEL CHALLENGE: DATA TO INSIGHTS TO ACTION

RESEARCH & QUALIFY

READ PRESS& BLOGS

FIND BUYINGCOMMITTEE

GET CONTACTINFO

CREATEMESSAGING

LEARN ABOUT ACCOUNTS& CONTACTS


TIP OF THE SPEAR: YOUR AVERAGE SDR

1. YOUNG

2. INEXPERIENCED

3. MERCENARY

4. HUNGOVER


WHAT MARKETING NEEDS TO DELIVER

RELEVANT BUSINESS TOPICS

PERSONALIZED NEWS

CONTACT-SPECIFIC

MESSAGING

BUSINESS LANDSCAPE

PRIORITIZED ACCOUNTS TO TARGET

PRIORITIZED CONTACTS TO

REACH


WHAT MARKETING NEEDS TO DELIVER

Turn data into insights into action for the

SDRs

RELEVANT BUSINESS TOPICS

PERSONALIZED NEWS

CONTACT-SPECIFIC

MESSAGING

BUSINESS LANDSCAPE

PRIORITIZED ACCOUNTS TO TARGET

PRIORITIZED CONTACTS TO

REACH

#RevenueSummit San Francisco 2017 - Peter Isaacson, Aman Naimat - Artificial Intelligence In An ABM...

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Transcript of #RevenueSummit San Francisco 2017 - Peter Isaacson, Aman Naimat - Artificial Intelligence In An ABM...